Neutrogena is getting into personalized skin care with its latest tech innovation, a micro-3-D-printed sheet mask.
Mask iD is set to launch on Tuesday at CES, and will roll out to consumers in the third quarter.
The personalization aspect is twofold. First, there’s the custom fit. Mask iD is the first sheet mask designed to be customized for a user’s face. Uploading a selfie to the Mask iD app or web site generates a map of the user’s face with precise measurements for the size and shape of one’s unique physical characteristics.
Personalization also comes into play at the ingredient level. Users are prompted to input information about their personal skin-care needs, either manually or via uploading data from the brand’s Skin360 tool. The sheet mask is mapped into six zones, and different ingredients — such as purified hyaluronic acid, niacinamide and vitamin C — are determined for each zone, depending on what that area of the face needs.
Mask iD is meant to piggyback off Skin360, a skin analysis device that attaches to a mobile phone camera and offers on-the-go assessments of a user’s skin — essentially a digital dermatologist. Skin360 made its debut at CES last year, and is now available to consumers to purchase at retail.
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Said Sebastien Guillon, global president, beauty at Johnson & Johnson, “Consumers felt a piece was missing — the ability to have a product 100 percent tailored to their skin needs. We were giving them advice on what products to use, but they felt this was the next step.”
The ingredients are micro-3-D-printed onto the mask — the idea is that the masks will be available for immediate shipping to consumers shopping at neutrogena.com. In-store printers are also an idea for down the road, said Guillon.
Beauty tech innovation is of increasing importance for Neutrogena — this is the Johnson & Johnson-owned brand’s fourth year unveiling product at CES.
“It’s not just about selling products, but selling products and services to consumers,” said Guillon on his vision for the future of the brand. “It’s about how we can combine a retail and online experience together so we can find the best solution for them.”